Private members’ clubs find favour with conscientious Millennials

In the cavernous, smoke-filled rooms of the gentlemen’s clubs of the late 1800s, men would gather after work under the light of gleaming chandeliers, surrounded by fine oriental rugs, wine-coloured Chesterfield sofas and plush wing-back chairs. Here, they could swill whisky, play billiards and relax with like-minded aristocrats.

But these stuffy, labyrinthine clubs have increasingly become monuments to the past as new and exciting players firmly establish themselves as a fixture in the Millennial routine.

In other words, standards are changing: while well-off Millennials still want the prestige and exclusivity offered by private clubs, they are also looking for a holistic lifestyle experience. This could include a technologically advanced workspace, a sophisticated spot in which to network and drink, or a dedicated area for fitness and wellness.

While legacy clubs still exist in dusty old buildings, young entrepreneurs are eschewing the cigars and pageantry in favour of airy, modernised townhouses where business and pleasure blend together seamlessly.

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The Tennis Club at Newport Beach partners up with Private Club Marketing

We are pleased to announce Private Club Marketing has entered into a Club Management Partnership with The Tennis Club at Newport Beach, next to Fashion Island and Newport Beach Country Club.

Private Club Marketing will work with the existing ownership and management. Many new improvements are already underway including; resurfacing of tennis courts to US Open Tennis Championship's quality (with US Open colored courts), addition of 12 Pickleball courts, match arranging, a new food and beverage partnership with Newport Beach Country Club and some great upcoming social member events.

Stay tuned for more exciting updates.

5 Takeaways from the Florida Membership Marketing Summit

For anyone working in membership sales and club marketing, there was no better place to be this May than the Inaugural Florida Membership Marketing Summit. Held in Naples, Fl the event was an opportunity to learn and share with other membership thought leaders and practitioners working to promote membership at over 80 resort, golf, yacht and country clubs. This year, it was encouraging to see five different presentations that featured customer service, social selling, and marketing technologies. The summit also served as a great opportunity to learn about some of the challenges and opportunities in the private club industry, specific to Florida.

Here are five quick takeaways from the Summit:

Customer Service is a Contact Sport
Getting your club staff to recognize that they are part of the membership sales and retention process. From remembering names to preferences, to a simple smile. Here are the 5-E's to improve your customer experience.

Club's Need a Multi-Faceted Marketing Strategy
Susan Green from the Oaks Club put together a panel of experts on club marketing. From social media to curated content in print, web, and video all need to be part of your marketing strategy moving forward. When establishing a marketing plan be sure to include ways to show ROI for every dollar spent. If you cannot give definitive ROI and tracking, move on. Here are some great ways Private Club Marketing can assist your club to execute its marketing strategy.

Automated Chatbots are an Asset to Signing New Business
Setting up automated chatbots to answer simple questions like “when is Taco Tuesday? Or, what's the Dress Code?” can drastically improve member and guest communication and free your membership and admin team up from these daunting questions that members constantly reach out to ask you. In addition, a non-automated chatbot can allow you to connect with more website visitors looking for membership and event information. Check out Private Club Marketing's website for an example of how Chatbot's work. CLICK HERE

Your Club Should be on Social Media (Regardless of non-profit status)
Whether you like it or not, most of your members are already on social media platforms like Facebook and Instagram. Fish where the fish are! Try to limit advertising all the time on your posts (especially if your a not-for-profit club). Members want to see what's coming up and been happening at your club – share those and watch your social media engagement grow. Here's our Social Media Tips for Private Clubs.

Elevate your PR Strategy
Have new and exciting things coming up at your club that you want the local paper to write about? Be sure it's newsworthy to the public and not just your members. Start fostering relationships with your favorite writers, bloggers, and photographers sooner than later (recommend before you start a major renovation or announcement). When submitting news to your local paper it's best practices to have a press release already written and completed for the paper's editorial team. That way they have most of the work done and may just need to follow up on a quote or 2 from your press release.

Private Club Marketing CEO Zack Bates Named to 25 Most Influential People in Luxury Digital to Follow

Since Verb Brands curated their last installment of the leading luxury influencers in 2015, the world of digital marketing has been revolutionized again. Luxury brands are now starting to catch up with the rest of the industry and deliver incredible, immersive and customer-focused digital experiences. 2017 was been led by some incredible brands and some incredible people behind those brands including Digital Director at Soho House & Co Kris Shaw, Jeremy Langmead the Brand & Content Director at Mr Porter, Tiffany Dowd founder of Luxe Social Mediaand Anna Nash Head of Global PR and Communications at Aman Resorts. Here is Verb Brands' list of the 25 most influential leaders in the current luxury digital world, rounded out by Private Club Marketing's CEO Zack Bates.

Click to see the list

Platinum Clubs of America announces Preferred Partnership with Private Club Marketing

Platinum Clubs® of America and Platinum Clubs of the World, representing the top 5% of private members’ clubs around the globe announces its newest preferred partnership with Private Club Marketing, Inc.

Dennis W. Burns, Executive Director at Club Leaders Forum explains, “Our exclusive list of Platinum Clubs are always looking for ways to better communicate with their members, drive referrals and increase value and we are delighted to align ourselves with one of the most respected and innovative Membership and Marketing Consulting firms in the nation.

Private Club Marketing enthusiastically supports the work of Platinum Clubs of America and Platinum Clubs of the World. Its peer evaluation, nomination, and voting uphold the highest standard in ensuring only the top private clubs make its list. “We couldn’t be more pleased to be invited into this partnership with Platinum Clubs of America and Platinum Clubs of the World,” said Zack Bates, Founder of Private Club Marketing. “Our business was literally built through the introductions from Members of the many Platinum Clubs we’ve been honored to work with over the years. We look forward to continuing sharing our common values that inspire opportunity and celebrate our members and traditions with Platinum Clubs of America and its list of exclusive properties.”

“We are thrilled to welcome the newest preferred partner, Private Club Marketing, to the Platinum Clubs family,” said Don Emery, CCM, General Manager, Pacific Palisades, CA. “As a general manager who’s worked with Zack Bates and his team in the past, Platinum Clubs couldn't have picked a better-preferred membership and marketing partner.”

 

About Platinum Clubs of America

The body that elects Platinum Clubs of America has remained unchanged over the past 20 years as CMAA Managers, Club Presidents and owners have been invited to participate every two years. This group, comprised of the most informed and respected individuals, selects the best Private Clubs in America.

Platinum status in the Private Club industry has been the most revered since its establishment in 1997 by Chairman Emeritus, John Sibbald. Over the years, the criteria have been updated to be relevant and adapt to changing times in the industry. The election to establish the top 5% of Private Clubs of Excellence takes place in the Fall of even years. Categories represented are Golf, Country, City, Athletic, and Yacht Clubs.

 

About Private Club Marketing

Private Club Marketing is a luxury marketing, branding and membership sales consulting firm specializing in private clubs, golf communities, resort destinations, boutique hotels, estates and unique lifestyle environments. We assist Developers, Owners, Financial Institutions, and Management Companies make big decisions on envisioning, strategy, marketing, sales, and organization.

Our core mission is to improve the member experience by offering lifestyle expertise that inspires opportunity, influences choices and celebrates our members and traditions. Whether needs be a curated sales strategy, creative marketing direction and design, photography, social media, content, and marketing collateral development or website design and management; Private Club Marketing have a coveted reputation for delivering and providing a ‘turn-key’ approach to marketing essentials.

Private Club Marketing Named ‘Membership Consulting Firm of the Year’

After overseeing the most exclusive private club reopening in the United States, Private Club Marketing receives top award by club industry peers as the Membership Consulting Firm of the year.

Private Club Marketing has been recognized by independent industry judges as the 2016 Membership Consultant of the Year by GolfInc Business. The accolade follows a year of stellar growth and success as Private Club Marketing further solidified its position as the leading membership consulting and management agency in America. Revenues have increased by over 100 percent, while agency staff has grown to include photographers, content writers, and social media experts.

Meanwhile, Private Club Marketing continued to grow its client list of prestigious clients to include top ranked Golf, City and Yacht Clubs, as well as acclaimed luxury resorts in coastal California.

Notable work over the year has included new clubs to its membership management portfolio (Private Club Marketing successfully oversaw the sales and marketing efforts of the new $40 million dollar Newport Beach Country Club – which opened to a sold out membership with initiation fees increasing to over $100,000).

Further, Private Club Marketing established a professional resource platform for Membership Professionals called ToolKit; creating the industries first online resource center for membership and marketing professionals of private clubs to connect with best practices, featured interviews with membership directors and a Q&A forum for club-type specific inquiries.

Zack Bates, chief executive of Private Club Marketing, said: “We’re thrilled to be named Membership Consulting Firm of the Year by GolfInc Business. We’ve had a brilliant year helping private clubs and luxury resorts grow influence and revenues. It’s great to be recognized for something we are passionate about and love doing.

Should Private Clubs Outsource Marketing or Go In-House?

How dynamic is your current membership/marketing team? Many private clubs are learning that outsourcing marketing responsibilities can be a good idea.

To decide whether you should outsource your entire marketing strategy, part of your efforts, or none at all, you need to really understand your club and its capabilities.

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Social Media Tips for Private Clubs

When it comes to private members clubs, it’s safe to say that prospective members seek a club experience just as exciting and engaging as the amenities you’re offering. For this reason, my team and I have always been drawn to unique clubs for their ornate charm and intimate member experience.

As early adopters of social media and a targeted leisure and club following, We've been able to witness what it takes to rock social media for a one-of-a-kind, club. Not only is it important to stay on top of trends in the industry – it’s equally as important to listen to your members and guests on these channels.

Below are a few tips for curating and managing a killer social media strategy for your private club:

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Go Inside Private Clubs Around the World

Founded in 1963 by Mark Birley and named for his then wife, Annabel’s has been one of the world’s most exclusive private nightclubs ever since. Its posh Mayfair bar and restaurant was originally designed by Birley and decorator Nina Campbell, and later updated by Birley’s daughter, India Jane. Frank Sinatra was one of the first to join, and the club has hosted royalty (actual and Hollywood) ever since, drawing the likes of Prince William, Lady Gaga, and Mick Jagger. annabels.co.uk

Founded in 1963 by Mark Birley and named for his then wife, Annabel’s has been one of the world’s most exclusive private nightclubs ever since. Its posh Mayfair bar and restaurant was originally designed by Birley and decorator Nina Campbell, and later updated by Birley’s daughter, India Jane. Frank Sinatra was one of the first to join, and the club has hosted royalty (actual and Hollywood) ever since, drawing the likes of Prince William, Lady Gaga, and Mick Jagger. annabels.co.uk

Dark and secretive, Silencio is everything you would expect from a members-only club created by David Lynch. The director teamed with designer Raphael Navot, French firm Enia Architectes, and lighting designer Thierry Dreyfus on the Paris space, which includes a stage and dance floor, a screening room, a forestlike smoking area, a gilded bar and lounge, and more. Members enjoy exclusive access and performances before midnight, and the club is open to nonmembers—who can make it past the choosy bouncers—after the stroke of 12. silencio-club.com

Owner Alan Linn opened Norwood as a hub for New York City’s creative talents. The Chelsea building, which dates from 1845, has been a private residence, the Shelter for Respectable Girls, and a funeral home. Linn worked with Simon Costin—who creates the backdrops for the Alexander McQueen runway shows—and Robert Greene to develop the interiors, which feature 13 fireplaces, blue-chip art, and custom furniture. Amenities including a restaurant, walled garden, top-floor terrace, and three bars draw hip visitors; actresses Allison Williams, Amanda Seyfried, and Emily Blunt have been spotted there. norwoodclub.com

The place to see and be seen for actors, studio execs, and other boldface names in Los Angeles, Soho House West Hollywood occupies the top two floors of a 14-story building on Sunset Boulevard. The Soho House design team gave their traditional British club aesthetic a relaxed California twist, using a muted palette, unpolished chevron floors, and floor-to-ceiling windows. AD100 designer Waldo Fernandez also contributed to the project. Olive trees hung with wicker lanterns create an illuminated canopy over diners in the rooftop restaurant, which offers views of the surrounding city. sohohousewh.com

The opulent and eclectic Kee Club has been a popular Hong Kong destination since it opened in 2001—for both its sumptuous design and its dim sum lunches (Gwyneth Paltrow is a fan). Located in the Central district, the space includes salons richly appointed in red, green, gold, and blue, a 1950s-inspired library, a moody bar, and a dining room with walls layered with fine art and artifacts. The club frequently hosts art exhibitions, runway presentations, and trunk shows. keeclub.com

Ken Fulk brings his exuberant eye to the design of San Francisco’s the Battery. The private club was opened last year by Michael and Xochi Birch, founders of the social network Bebo, which sold to AOL in 2008 for $850 million. The five-level, 58,000-square-foot club features several bars, 717b restaurant, a spa and gym, 14 hotel rooms, and a luxurious penthouse suite complete with Viking appliances and a terrace with views of the Bay Bridge. For a taste of life at the Battery, nonmembers are welcome to book hotel rooms and enjoy the club during their stay. thebatterysf.com

If you’re looking for New York City’s power players, check Core: Club, a favorite of executives and moguls like producer Harvey Weinstein, C. Wonder founder J. Christopher Burch, and agent Ari Emanuel. The location includes amenities such as a gym, spa, Paul Labrecque hair salon, bar, restaurant, and extensive cultural programing. The stylish surroundings, designed by Span Architecture, are accented by an impressive art collection, with works by Andy Warhol, Kenny Scharf, Jonathan Yeo, Sean Landers, and Yi Chen. thecoreclub.com

House of St. Barnabas in London’s Soho neighborhood is not your average members club. For starters, it operates as a nonprofit, with membership fees going to the in-house Employment Academy, which provides job training to the homeless. Plus, the membership is anything but stuffy: Founders include fashion photographer Rankin, musician Jarvis Cocker, and actor Brian Cox. The house itself is a historic Georgian building with spectacular architectural details that are highlighted by Grainne Weber’s vibrant interiors. hosb.org.uk

Located on the 51st floor of the Roppongi Hills Mori Tower, the Roppongi Hills Club boasts panoramic views of Tokyo. The sleek, urban space was designed by Sir Terence Conran’s firm Conran & Partners and includes seven restaurants and two bars, plus spaces for private dining, meetings, and events. roppongihillsclub.com

Residence is set in a restored Georgian townhouse on St. Stephen’s Green in Dublin. The club offers elegant meeting rooms, a piano bar, a nightclub, casual outdoor dining, and an award-winning restaurant with food sourced from chef Graham Neville’s own garden. Member events range from golf outings and barbecues to Hub41@Residence, a speaker series featuring industry leaders. residence.ie

Buenos Aires’s chic Palermo neighborhood is home to the Clubhouse, a social club with enviable cultural offerings. Designer Jon Padgett and cofounder Parker Stanberry converted a four-story house to include three guest suites (available to nonmembers), a lounge, a terrace with an outdoor fireplace, and two bars. The pièce de résistance is the pool garden, which is shaded by high, ivy-covered walls. Members can take advantage of art exhibitions, private dinners, and film screenings. clubhouseba.com

Chartwell Golf and Country Club revamps Member Newsletter


Chartwell Golf and Country Club and Private Club Marketing recently released the redesigned members newsletter, the Chartwell Chatter. The new edition includes a streamlined and modern look, featured member photos from events and is shared online with its membership.

“This has been on my wish list for years.  I know it had been discussed several times at the Past President's Dinners also.  The format and presentation was easy to read and follow.”

chartwell club newsletter designThe new Chatter gained an amazing 128% increase in membership views. From an average 125 online visitors per issue to 285 of the new Chatter in just 2 weeks of being released.

Click Here to learn more about custom newsletter design and coordination by Private Club Marketing.